Brick and click is a business model in which a retailer operates both an online ecommerce site and a brick-and-mortar location.
Today, consumers want fast, convenient ways to shop. And they’re increasingly using multiple in-store and digital touch points to find the products they want. As a business model, brick and click appeals to these consumer demands and habits, providing a unified experience for consumers no matter where or how they shop.
The brick and click model includes a variety of digital and in-store options. A retailer might offer an online inventory database for shoppers to find items in-store. They might also offer convenient buy online, pick up in store (BOPIS) options or allow shoppers to try items on in-store before customizing them online. In each of these cases, the retailer uses a combination of unified digital and in-person elements to enhance the shopping experience.
Brick and click also benefits businesses by helping grow brand awareness and loyalty. A better shopping experience makes consumers more likely to shop there again.